PERAN KEPERCAYAAN SEBAGAI MEDIASI DALAM PENGARUH REPUTASI BANK, KUALITAS PELAYANAN, SOCIAL MEDIA MARKETING TERHADAP LOYALITAS NASABAH BANK BRI

Safitri, Nova Dwiasti (2026) PERAN KEPERCAYAAN SEBAGAI MEDIASI DALAM PENGARUH REPUTASI BANK, KUALITAS PELAYANAN, SOCIAL MEDIA MARKETING TERHADAP LOYALITAS NASABAH BANK BRI. Skripsi thesis, Universitas BPD.

	Text 2026 Nova Dwiasti Safitri 12221783 DAFTAR PUSTAKA.pdf Download (256kB)
	Text 2026 Nova Dwiasti Safitri 12221783 BAB 1-3.pdf Download (545kB)

Abstract

This study aims to analyze the influence of bank reputation, service quality, and social media marketing on customer loyalty at Bank BRI in Semarang City, with trust as a mediating vari-able. This research employs a quantitative method. The population of this study consists of Bank BRI customers in Semarang City, with a sample of 100 respondents selected through a purposive sampling technique. The data were analyzed using the SmartPLS 4.0 application. The results of this study indicate that: 1) bank reputation has a positive but non-significant effect on customer loyalty; 2) bank reputation has a positive and significant effect on cus-tomer trust; 3) service quality has a positive and significant effect on customer loyalty; 4) service quality has a positive but non-significant effect on customer trust; 5) social media marketing has a positive and significant effect on customer loyalty; 6) social media marketing has a positive and significant effect on customer trust; 7) customer trust has a positive and significant effect on customer loyalty; 8) customer trust mediates the influence of bank reputation on customer loyalty; 9) customer trust does not mediate the influence of service quality on customer loyalty; and 10) customer trust mediates the influence of social media marketing on customer loyalty.

Item Type:	Thesis (Skripsi)
Additional Information:	Penelitian ini bertujuan untuk menganalisis pengaruh reputasi bank, kualitas pelayanan, social media marketing terhadap loyalitas nasabah bank BRI dengan kepercayaan sebagai variabel mediasi. Penelitian ini menggunakan metode kuantitatif. Populasi dalam penelitian ini adalah nasabah bank BRI di Kota Semarang. Sampel penelitian terdiri dari 100 responden yang diambil menggunakan teknik purposive sampling. Data penelitian yang didapatkan dianalisis menggunakan aplikasi SmartPLS 4.0. Hasil penelitian ini menunjukkan bahwa: 1) reputasi bank berpengaruh positif dan tidak signifikan terhadap loyalitas nasabah; 2) reputasi bank berpengaruh positif dan signifikan terhadap kepercayaan nasabah; 3) kualitas pelayanan berpengaruh positif dan signifikan terhadap loyalitas nasabah; 4) kualitas pelayanan berpengaruh positif dan tidak signifikan terhadap kepercayaan nasabah; 5) social media marketing berpengaruh positif dan signifikan terhadap loyalitas nasabah; 6) social media marketing berpengaruh positif dan signifikan terhadap kepercayaan nasabah; 7) kepercayaan nasabah berpengaruh positif dan signifikan terhadap loyalitas nasabah; 8) kepercayaan nasabah memediasi pengaruh reputasi bank terhadap loyalitas nasabah; 9) kepercayaan nasabah tidak memediasi pengaruh kualitas pelayanan terhadap loyalitas nasbah; 10) kepercayaan nasabah memediasi pengaruh social media marketing terhadap loyalitas nasabah.
Uncontrolled Keywords:	Bank Reputation, Service Quality, Social Media Marketing, Customer Loyalty, Customer Trust
Subjects:	H Social Sciences > HF Commerce H Social Sciences > HG Finance
Divisions:	Faculty of Law, Arts and Social Sciences > School of Management
Depositing User:	Wisudawan S1
Date Deposited:	15 Mar 2026 01:44
Last Modified:	15 Mar 2026 01:44
URI:	http://eprints.stiebankbpdjateng.ac.id/id/eprint/3068

Actions (login required)

View Item